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 About Boucher Volkswagen Marketplace


A native of Milwaukee, Wisconsin, Gordon F. Boucher began his automotive career in 1956 as a salesperson for a local car dealership. In 1977, Boucher opened his first Lincoln-Mercury dealership in West Allis, and today owns 15 dealerships throughout southern Wisconsin. These are run by Gordie Boucher's sons, Frank Boucher (President) and Gordie Boucher, Jr., and his daughter Julie Boucher-Sellars.

The Boucher Automotive Group is ranked among the nation's Top 70 Dealer Groups and among the top 25 Largest Privately Owned Companies in Wisconsin. In addition to its 15 dealerships, the Boucher Automotive Group also consists of a full-service Management Company, an in-house Marketing Communications Agency, and a Commercial and Fleet Group, and employs over 900 people.

Boucher has always had a strong community presence in Wisconsin. Since 1985, Boucher has sponsored and underwritten the costs of the Muscular Dystrophy Association Summer Camp. In addition to MDA, Boucher takes pride in sponsoring many charitable organizations such as Disabled American Veterans (DAV), Brookfield Academy, La Causa, Bobbie Nick-Voss Foundation, Vince Lombardi Charitable Funds, and many more. Gordie Boucher is involved in many automotive organizations, including ADAMM (Automobile Dealers Association of Mega Milwaukee) and helped found the Wisconsin Automobile and Truck Dealer Association. In 1996, Gordie Boucher was recognized as Time Magazine's Dealer of the Year.

Boucher Volkswagen Marketplace is proud to be part of this historic Wisconsin auto group!


10 reasons why Boucher “Rides with You Every Mile” and why the Boucher Automotive Group is ranked among the Top 70 dealership groups in the nation.

  1. We are a family owned and operated dealer group, employing over 900 people, and we have been serving Southern Wisconsin for 32 years.
  2. We have 16 dealerships conveniently located throughout Southern Wisconsin and feature 15 automotive brands (Ford, Lincoln, Chevrolet, Cadillac, Buick, GMC, Nissan, Chrysler, Dodge, Jeep, RAM, Volkswagen, Mazda, Kia and Hyundai).
  3. Our customers come first; we are the only dealer group in Wisconsin that has attained Silver Partner Status with the Wisconsin Better Business Bureau.
  4. We offer a selection of over 5000 quality new and pre-owned vehicles, easily viewed at  You are sure to find what you are looking for!
  5. We offer top dollar for your trade within our dealership network and we offer the strength of over 25 stable lending institutions to provide great financing options.
  6. We offer over a dozen Manufacturer Certified Pre-Owned Programs, for unbeatable peace of mind. We also carry hundreds of vehicles that include our exclusive 12-month / 12,000 mile Boucher Advantage Pre-Owned Warranty and vehicle history.
  7. We have over 500 quality “Smart Buy” vehicles that all are inspected by factory certified technicians, sell for under $9995 “no haggle/no hassle”, and include our Smart Care Maintenance Package.
  8. We have master certified technicians and award winning Service Departments who offer monthly specials that can save you hundreds of dollars.
  9. We offer Loaner and Shuttle Service and a welcoming, professional environment at our dealerships.
  10. Gordie Boucher received Time Magazine’s Quality Dealer Award for exceptional performance, community service and support of many charitable organizations.